Fresh off the announcement that Apple will demo and sell Sonos at its stores and online, and the launch of Sonos's first retail store in Soho, the wireless-audio company is announcing yet another massive sales outlet: furniture company West Elm.
West Elm says new relationship makes it the only home retailer to offer customers the ability to fully experience and purchase the right Sonos speakers and components as they consider other home furnishing decisions.
As part of the agreement participating stores will feature Sonos as part of West Elm’s Style + Service program, and select locations will feature dedicated Sonos listening experiences, custom-designed to encourage people to further explore music and audio integrated into their lives at home.
“Well-designed products and innovative technology make an impact in any space, and Sonos’ best-in-class speakers help further our vision of enhancing our customers’ in-store experience,” says Jim Brett, president of West Elm. “With Sonos' expertise we are excited to create experiential environments that are immersive and inviting for our customers to play, listen and find inspiration for their homes.”
To launch the partnership West Elm has introduced a prototype of its 16 planned Sonos Listening Labs in New York at its Upper Westside Broadway store.
The free standing spaces are outfitted with West Elm’s signature modern furnishings and accessories, and Sonos home sound system products. Later plans include Sonos merchandising will be part of West Elm's retail experience in select stores such as Atlanta, Boston, Chicago, Miami and Seattle.
Each of these interactive spaces will be tailored to provide customized listening environments and built to accommodate the stores’ varied floorplans, taking on different shapes, sizes and sounds.
“We’re excited to partner with West Elm to add the dimension of sound to the design of your home. There’s no place more important – it’s where you share time with the people you love, and where you can be your most creative and free,” says Sonos Joy Howard, CMO, Sonos. “We believe music plays a vital role in that experience.”
Beginning in October, West Elm will also offer in-home setup of Sonos products as part of its Style + Service program. Customers looking to maximize their music and home theater sound can hire a trained West Elm professional to identify the optimal Sonos products for their space, and assist in the setup and installation.
These West Elm installation specialists can also teach customers how easy it is to fine-tune Sonos speakers to sound best no matter where they are placed in the room using Sonos Trueplay technology.
Installation services start at $129 in select metro areas, including New York, New Jersey, Los Angeles, D.C. and Atlanta.